Phil Vickery fronts McDonald's campaign

McDonald’s is to showcase the journey from farm to fork behind fast-food favourites such as the Big Mac by opening up its supply chains to consumers through a new initiative backed by former rugby star Phil Vickery.

The chain has kicked off a search for consumers who want to become “quality scouts” and go behind the scenes at McDonald’s, meeting and interviewing farmers, suppliers and McDonald’s employees. People can apply to become scouts through the whatmakesmcdonalds.co.uk website from today until 16 June.  Their reports and interviews will be published on the same website later in the year.

McDonald’s said it had launched the initiative because consumers were increasingly interested in where the food they buy comes from. “Every day, people ask us questions about our food and our ingredients, so we’re inviting members of the public to see for themselves what’s in some of our most popular products and follow the journey from farm to restaurant,” added supply chain vice president Warren Anderson.

Vickery, who grew up on a dairy farm and won Celebrity Masterchef in 2011, said: “I know McDonald’s is a big supporter of British and Irish farmers, and I’m looking forward to finding out more about how it sources is menu ingredients and prepares its food. Along with other Quality Scouts, I’ll be reporting back on what I’ve learnt, what surprises me, and anything I believe McDonald’s could do better.”